DataXu

DX Brand Drives Big Brand Lift for Iconic Auto Brand

Overview:
Amid a tough economy and rising gas prices, a well-known North American automaker wanted to reach receptive consumers to build awareness for the new engine available in its flagship truck with best-in-class fuel economy. To positively shift consumer sentiment for the brand, the digital campaign required massive reach across a wide swatch of brand-safe Internet sites.

Objective:
Leverage online display advertising to increase consumers’ brand awareness and favorability, for a new truck and its special engine features.

Approach:
First ever digital campaign optimized in real time to increase brand sentiment. In order to reach the broadest audience, the media plan targeting tactics included:

1. Premium content buys (select blend of exchange-traded media and comScore 250 sites)
2. In-ad consumer surveys
3. Proprietary advertiser data
4. Multiple creatives
5. DataXu Brand Optimization

Results:
DX Brand achieved a 9.4% lift in brand favorability and 5.8% lift in awareness across 28.8 million consumers, showing an average of just 3.1 ads per unique consumer by:

• Observe sentiment drivers across a range of parameters, including creative, audience demographics, page content, day of the week, time of day, and geography to find consumers at the time and place they were most receptive to the truck brand’s messages
• Measure key awareness, favorability, and intent metrics through in-ad surveys, A/B testing, and multivariate decisioning in real time, to automatically optimize the campaign on the fly
• Identify and buy the impressions most likely to “move the needle” at varying bid values for the optimal ad spend
• Apply learnings from each ad served to every subsequent buying opportunity, in run time, so the campaign gets smarter the longer the campaign runs. Analytical insights, including geo-targeting and creative performance, were available to inform subsequent campaigns for improved performance
• Optimize campaigns in real-time to automatically reallocate budget to invest more in what’s working, and reach a broad swath of the North American digital population to drive maximum consumer sentiment shift for the truck icon and its latest model